Legal Copywriting for Law Firms

We provide legal copywriting services to help your law firm become more successful online.

Content writing for law firms is an essential part of a successful website. We always tell our clients, “It’s not just about having a good-looking website, it’s about what you do with it when you have it.”

Our copywriters create informative, engaging and legally accurate content that focusses on the services your law firm provides. This means that anyone who finds your website can access the information they need and clearly understand the value your law firm can provide. This helps them make the decision that your law firm is the right one for them.

Effective, SEO-optimised website copy allows you to build trust and credibility with your prospective and existing clients whilst answering their questions in a simple and easy-to-understand way. It also allows you to demonstrate that you care and want to help your audience receive the best outcome.

Legal copywriting doesn’t have to be boring, or lack personality. Tailoring copy that accurately reflects the tone of voice you wish to convey is something our copywriting team specialise in.

Generate new leads with your legal copywriting today

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Improved Search Engine Optimisation
Legal copywriting that is SEO-optimised is essential for bringing the right traffic to your law firm’s website. It doesn’t matter how great your content is if nobody is seeing it.

Increasing conversions
Legal copywriting that is well-written, valuable, answers the question a potential client has and is SEO-optimised will help to increase quality conversions. A higher rate of quality conversions means more work for your firm.

Verifies your law firm's expertise
Bespoke legal copywriting helps to verify the knowledge of your law firm’s staff. This will help to establish trust and credibility with any potential clients.

Providing valuable content
A specialist legal copywriter can write law-specific content in a digestible and easy to understand way to provide valuable content to potential clients.

What does good legal copywriting look like?

Good law firm website content should be:

SEO-optimised without keyword stuffing
Thoroughly researched and fact-checked
Informative and interesting
Readable – find out more about writing readable content here
Well-structured
Proofed
Written with a purpose
Unique
Easy to follow
Not all about you, but discusses the benefits and value your firm can offer
Up to date
Clear on the call to action
Tailored to the needs of your audience

At Conscious, we ensure all the legal copywriting we produce follows this process.

Find out how we can help make your legal copywriting work more straightforward.

Who we work with

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What are the benefits of legal copywriters for your law firm?

Our legal content writers solely produce legal copywriting content. They specialise in creating engaging and rankable law firm content that establishes thought leadership and expertise in the field of law. Our team stays current with legal news and trends to create content that helps legal professionals grow their online presence and become the go-to professionals in their area of legal practice. Our legal SEO writers are skilled at increasing online visibility and creating audience-centric content specifically tailored for law firms.

Our legal copywriting team is led by Head of Content, Georgia Davies.

Our legal copywriters all have a background in content writing, journalism, literature, language and linguistics, so they have a true interest in creating content that is interesting, engaging, and valuable.

The benefits of our legal copywriting team include:

A collaborative team that helps to make each other’s work better
An SEO team that can spend time researching the optimal keywords, so the copywriters can spend more time writing
An understanding of the legal sector and the different services areas law firms provide
A knowledge of what makes good content that works for your clients and search engines to ensure online visibility
Excellent written and verbal communication skills so they can work with you to ensure the content fits the values and expectations of your law firm too

Bespoke legal copywriting is the bridge between law firms and their clients and is the key to unlocking your website’s full potential, which is why its power should never be underestimated

Legal Copywriting FAQs

What is legal copywriting?

Your prospective clients will often use a search engine when they have a legal query, question, or want to find a law firm. Effective legal copywriting ensures that your law firm’s content features on those search engine results pages (SERPs) and gains the interest and attention of a client. Legal copywriting should also reflect the specific tone of voice you want your firm to convey.

Why is legal copywriting important?

Copywriting is the basis of any good website. A good-looking website will serve no practical purpose if you don’t know what to do with it. Legal copywriting will help to sell your law firm and your services to potential clients by providing helpful, informative, and engaging content. Without content that showcases your firm’s experience and expertise, you are unlikely to attract and convert your target clients.

Why do you need good legal copywriting content?

Good legal copywriting is essential for showing potential clients that your firm is experienced, trustworthy, credible and reliable. These are all critical in the buying process for legal services.

How long should my legal copywriting be?

How long is a piece of string? As you can see from our page, website content is becoming longer, and it is increasingly difficult to rank on search engine results pages. We’d typically recommend content to be between 1,000-2,000 words, but this is by no means a one size fits all solution. Our SEO team will work closely with our copywriters to identify what keywords are ranking, how hard it will be to rank for these keywords and assess your competitors to determine how long a page of content should be.

How many keywords should be on a page?

There is no single answer to this which encompasses every type of page you would ideally have on your website. Our SEO team conduct extensive research into which keywords to use and how many times to use them to ensure your content will be picked up by Google and other search engines, while also remaining coherent and readable. That said, we’d usually recommend 1-2 keyword mentions per 100 words of content. You can find out more about how to use keywords, without making your content sound terrible here.

How can I make sure my content is readable for search engines and humans?

We’ve previously hosted a webinar on this very topic which we think might help you! You can watch it here.

Are your legal copywriters legal experts?

Although our team of legal copywriters haven’t come from a legal background, given that we only work with law firms, they all have an extensive knowledge on all aspects of the legal industry. In 2022 alone, we wrote over 1 million words of content for our law firm clients. The legal content writing process includes time for research, writing and proofing by another member of the team. We will also work collaboratively with you if there is specific content you would like us to use or avoid using.

What do you mean by jargon and how can I avoid this?

Legal jargon is content that the average person isn’t likely to understand. Any complex words or expressions used by a profession are usually considered to be jargon, and including these words in website content is a common mistake that law firms make! That’s why our copywriters take care to deal with the intricacies of the law while also producing content that is digestible to the average person.

Why should I get a legal copywriter to write my content instead of a lawyer?

Our legal copywriting team have the expertise, knowledge, time, and tools to create content that is valuable, will showcase your law firm in the best light and will bring the right traffic to your website. Plus, your lawyers are there to practice law and run files rather than write content. We do this every day so we’re much quicker than they will be, and we bet our hourly rate is lower too.

Why should I get a legal copywriter to write my content when I could use AI?

AI certainly has a place in the marketing world, and will continue to shape content creation moving forward. But, as it remains in its infancy and tools such as ChatGPT have their limitations, solely relying on this software to produce legal content is ill-advised. Of course, we believe that there are many benefits to using AI, including idea generation and general research, but the inaccuracy and legal considerations of using AI at this time can’t be ignored. If your firm is using AI, we would recommend having a real human person (or 3) review every piece of content created and never share a piece of content that is fully written by AI. In a competitive legal market, law firms need to be standing out with their content- just using AI won’t help you to achieve this.

What our clients say

Conscious and my account manager Katie Blake have been a major asset to my practice. Katie has really thrived on getting the partnership between us right. Conscious is great at what they do, always on the ball, and things get sorted out straight away. With Conscious managing my website, I know that I can focus on the law and leave the marketing to them without any worries. As the firm continues to grow, I would like to enlist the support and expertise of Conscious Solutions even more.
Andrew Skinner, Founder and Solicitor — AM Skinner Solicitors

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